Showing pricing options upfront: VEED's A/B test

The bottom line

A paywall that showed yearly and monthly prices upfront beat one built around the benefits of Pro. Clear plan options can sell better than a feature pitch, and VEED saw 33% higher MRR from the change.

Key takeaways

• Showing pricing options upfront beat a benefit-led paywall. Users convert more when they see their plan choices right away.
  • The benefit version highlighted no watermark, 4K export, clean audio, AI music and AI B-roll.
  • The winning version showed the yearly and monthly options first.
• The pricing-led paywall lifted both trial and paid conversion. The gain held at two steps of the funnel.
  • Trial conversion rose 15%.
  • Conversion to paid rose 3%.
• The revenue gains were larger than the conversion gains. Revenue per user rose along with the number of paying users.
  • MRR rose 33%.
  • ARPU rose 17%.

The test

VEED compared a pricing-first paywall with a benefit-first paywall for upgrading to Pro.

• The two versions differed in what they put first.
  • One showed the yearly and monthly pricing options upfront.
  • The other focused on the benefits of upgrading to Pro.
  • The benefit version listed paid features such as no watermark, 4K export, clean audio, AI music and AI B-roll.

The result

The pricing-focused version won on every metric reported.

• Showing plan options clearly worked better than using the paywall mainly to sell premium features.
  • Trial conversion was 15% higher and conversion to paid 3% higher.
  • MRR was 33% higher and ARPU 17% higher.